Vegans Explore
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The European Union is once again weighing whether plant-based and lab-grown food companies should be barred from using familiar terms like burger, sausage, steak, milk, yogurt, and cheese.
The debate echoes Amendment 171 from 2021, a proposal that would have blocked dairy-adjacent words like creamy or buttery from plant-based packaging before public pressure shut it down. If the current version passes, brands could be forced onto awkward alternatives like veggie discs or fermented nut beverage, which research suggests do little to reduce consumer confusion and a lot to slow plant-based sales, particularly for smaller vegan brands with thin margins.
The episode argues that shoppers are not the ones confused by terms like almond milk or plant-based chicken, and that the push to restrict labeling language is really coming from traditional agriculture interests trying to slow plant-based growth by controlling vocabulary instead of competing on product. Paul McCartney is cited as one of several public figures who joined organizations like ProVeg in past open letters opposing similar restrictions.
Notably, any EU ban would not apply to the United Kingdom, which is free to keep using terms like vegan burger and oat milk post-Brexit. But a labeling ban in the EU could still set a precedent other countries, including US states that have already tried similar bills, may look to copy.